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Parag Milk unveils Go Buttermilk - Southern Spice for southern markets
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Wednesday, 10 June, 2015, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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fiogf49gjkf0d Parag Milk Foods (P) Ltd, private dairy player and a health & nutrition focussed company with a portfolio of popular brands - Gowardhan, Go, Pride of Cows and Topp Up, is aggressively expanding its offerings in the southern market.
It has launched the Go Buttermilk - Southern Spice keeping in mind the palate of the southern region, with a special focus on Chennai and Bengaluru. This new variant of buttermilk is specifically designed for the southern market and comes with the traditional taste of south.
With Indian flavours and spices like Guntur green chilli, ginger, curry leaves, coriander, black pepper, and jeera, the product has a refreshing taste and health & nutrition benefits, according to the company.
The product has no added preservatives or artificial colouring and comes in a special six-layered UHT packaging which ensures safety from germs and purity. The travel-friendly packaging also retains all the nutrient values of milk with an ease of consuming it straight from the pack.
Speaking on the strategic move, Devendra Shah, chairman, Parag Milk Foods (P) Ltd, said, “With the launch of Go Buttermilk - Southern Spice, we want to gain foothold in the southern region and also consolidate our position in the fast-growing overall dairy beverages market.
Dairy beverages market in the country is estimated at 3 million litre/day, translating into market size of Rs 5,500 crore and growing at 25% in volume terms annually.
The product will be made available in Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Moreover, it will also be exported to regions like the Gulf, Singapore and Malaysia. Incidentally, southern India is also one of the biggest consuming regions of dairy beverages with more than 60% penetration.
“In our intent to become a pan-India company, this year our focus is primarily expanding distribution in southern India and we have aggressive plans on the same. This distribution expansion will be backed by strong marketing initiatives to build consumer demand,” he added.
The product is priced at Rs 15 and Rs 10. It is packaged in 200 ml Tetrapak and Fino respectively, with shelf life of 180 days. It will be available in all retail stores.
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